IF! Italians Festival
IF! Italians Festival is the flagship event of the Italian advertising world. It is held once a year and in addition to interesting speeches, round tables and masterclasses, it hosts the ADCI Awards, the awards ceremony for the best communication campaigns organized by the Italian Art Directors Club.
Therefore IF! attracts the attention and appeal of the italian and international advertising industry.
Every year the purpose a different theme to challenge its audience. For the 2019 edition, it was "STAY UNCOMFORTABLE" and Proxima Milano has been chosen to take care of the Video ID of the Festival following as much…”uncomfortably”…as possible the indications provided by this concept.
But what does IF mean by “Stay Uncomfortable”?
It’s a fragmented world we live in. With an ever more complex landscape and a target who couldn’t get more granular, communication has never been harder but it has also never been this exciting. It pushes us out of our comfort zone, creating new perspectives in which stories become experiences and brands living organisms that move in a non-linear way. Failing is easy, winning is about taking the hard road, making bold choices, and venturing to the unknown. But isn’t this what creativity is about? So, come on in and make yourself uncomfortable. The journey’s just begun
…and this is what we liked to do:
What happens if we change perspectives, if we risk, if we decide to be brave? For the Video ID and in particular for the initials of IF! 2019 we decided to start with a conventional vision of the logo and then dived into the material itself of the colors and pigments that compose it. A total change of perspective able to tell visually the creative and storytelling process. Being uncomfortable also means to look beyond appearance and to never be afraid of changing our point of view. The choice of an absolutely unconventional music for the kind of event and the challenge of a "karaoke" mode for the public, represents the icing on one sweet-and-sour cake at the right point.
To develop the project we decided to use a mix of real macro shots of colors, motion graphics and CG3D elements. The visual result of this mix of techniques was particularly effective on the huge screen that has now become a characteristic trait of IF!. The music, in particular the lyrics in Chinese language (subtitled using the "pinyin", the phonetic transcription), was the main element of our concept. A mashup of different rhythms and styles to support the editing style and the variety of images. The challenge we posed to the public was to sing karaoke forcing them to stay "uncomfortable" and push their minds towards distant horizons, different cultures and languages... searching for new forms of inspiration.
MAKING OF SHOOTING IN OUR STUDIO
MUSIC AND VOCAL RECORDED IN HONGKONG
Lyrics (IF! Theme Song)
||“Awkward uncomforting place”
||“Scomodo e difficile”
他 - 眼神雖充滿著畏懼
他 - 每天拉著創傷的疲倦
Tā yǎnshén suī chōngmǎnzhe wèijù
Tā měitiān lāzhe chuāngshāng de píjuàn
He – may have doubts in his eyes
He – is dragging with exhausting wounds, fighting and fighting.
Lui… si potrebbe leggere il dubbio nei suoi occhi
Lui… si trascina con dolorose ferite, combattendo e combattendo.
Zǒu zài zhè mí huàn de shìjiè
Kàn bù dào jìntóu ooo…
Bù'ān dì xīnhuāng bùduàn de
Zài rénqún zhōng nàhǎn
Walking through this psychedelic world,
where the end is uncertain, ooo…
Constantly struggling within unsettling fear
Within the crowd he roars
Cammina in questo mondo psichedelico,
la cui fine è incerta, ooo ...
Lotta costantemente nella paura inquietante
Ma tra la folla ruggisce
Zhǎo gè ràng tā bièniu bù'ān
de Shǔyú zìjǐ ànrán de
Zài hēi'àn de zìwǒ shìjiè
Ránshāozhe cànlàn de
Searching for that awkward uncomforting place
In the darkness that belongs
The overcas becomes the pertained world
For the burning sparks to glow and shine
Alla ricerca di quel posto scomodo e difficile
Nell'oscurità cui appartiene
L’inopportuno diventa il mondo pertinente
Per cui fiamme e scintille brillano e sfavillano
Concept & Creative Direction/<a href="https://www.proximamilano.com/profile/claudio-falconi/">Claudio Falconi</a>
Executive Producer/Andrea Masera
VFX Producer/Cristina Panizzuti
Motion Design/Darko Prolic
VFX/<a href="https://www.proximamilano.com/profile/Nicola_Danese/">Nicola Danese</a>
Shooting/Proxima Milano Basement
Music & SFX/Music composed and arranged by Marco Iannelli
Lyrics by/Miriam Ma
Vocals/Miriam Ma 馬晧敏
Drums, Bass and Electric Guitars/Jun Kung 恭碩良
Additional Electric Guitar/Chris Collins
Piano and Keyboards/Marco Iannelli
Vocals recorded at/CMC Studio (Hong Kong) by Chris Collins
Drums and guitars recorded at/AREA 22 (Hong Kong) by Jun Kung
Mixed by/ Paolo Iafelice at ADESIVA DISCOGRAFICA (Milano)